Peugeot, Citroën Move to Reenter U.S. Market

Citroën and Peugeot, two French automakers that exited the United States in 1974 and 1991 respectively, will soon be back.

PSA Group, which owns both, is taking steps to reestablish itself over the coming years, first by entering the ride-hailing and car-sharing market using its vehicles, and later by establishing a sales channel.

In addition to a wide range of Peugeot and Citroën vehicles, the company will likely offer Citroën’s DS luxury brand, launched in 2010 and sold in Europe and Asia, in a lineup that is similar to what it offers in China, namely the DS3 two-door hatchback, DS4 four-door hatch and Crossback crossover, DS5 four-door hatch, DS 5LS compact sedan, and DS6 crossover.

This week, PSA Group appointed Larry Dominique, a former Nissan executive, to the position of senior vice president for PSA North America to spearhead the relaunch. In addition, General Motors last month sold PSA Group its European division, Adam Opel, which it was unable to make profitable after years of trying.

Even after Peugeot left the U.S. market, it maintained a small outpost to track evolving North American safety and emissions standards and manage relationships with the automotive industry. That office, which was in Detroit, closed up shop in 2013.

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